Description

Containers serve two basic functions: they keep things in and they keep things out. This chapter looks at some of the many instances in which the container, as a deep metaphor, affects consumers' thinking and behavior.

This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."

Learning objective:

To help managers understand whether a particular container state is one that consumers would like to enter or exit and whether products or services are perceived as facilitating those actions.